Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

Rituals as source of growth

1.
AMATI
& Associates
1
Rituals as growth platform

2.
AMATI
& Associates
2
• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

3.
AMATI
& Associates
3
Consumer Habits
In psychology an habit is the automatic reaction to a specific situation
Behavior: it is behavior, it is neither
positive nor negative
Acquired: it is not innate, it is
learned and developed, It requires
time. It can be changed.
Frequent Repetition: Habits are
characterized by repetition
Regularity: they represent the
standard case not the exception in
the behavior
Increased facility: the more an
habit is performed the better we
become at it! And the more difficult
is to change it
Habits can be formed through a
relevant and desired reward
Formation is linked to Stimuli
The right stimuli increase frequency
of the habit behavior
These are why Marketing and
Marketers focus so much on
Habits….

5.
AMATI
& Associates
5
Rituals
Similar to habits, rituals are built on a script, they are conscious and voluntary actions, within a predetermined
context, they are emotionally driven and reoccurring
• Is a series of consecutive, conscious and voluntary actions
• Is defined by dimensions such as sequence, context and time span
• Is by definition reoccurring
• Builds upon an emotional context

6.
AMATI
& Associates
6
Rituals are more powerful than habits
Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the
world
A Ritual is characterized by…
• Emotional driver
• Enjoyment in planning it
• Enjoyment in doing it
• Inner meaning
• Helps living a moment over and over
again
An Habit is characterized by….
• Mostly functional driver
• Automatic/ unconscious repetition
• An achievement scope
! Checking emails
! Commuting to work
! Packing/ unpacking
! Check-in at airport
! Sunday family lunch
! Cutting the turkey
! Aperitivo after work
! Pre-game locker room huddle
E.g.:

8.
AMATI
& Associates
8
• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform

9.
AMATI
& Associates
9
Product Examples
There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important.
Rituals Activation and Innovation Examples
• Corona and Lime, with
the action of inserting
the lime in the bottle
marking the transition
from work to play
• Existing product
• New Ritual
• Based on existing
rituals of using
Pringles Chips to dip
into sauces
• Existing Ritual
• New product
category
• Based on existing
ritual of freezing
Mars Chocolate Bars
during the summer
• Existing Ritual
• New product
category
• NikeID based on
teens’ ritual of
customization of
sneakers
• Existing Ritual
• New business model

10.
AMATI
& Associates
10
• Habits and Rituals
• Rituals: Examples
• Credentials
• What we can do for your
company
Rituals as growth platform